|本期目录/Table of Contents|

[1]杨正馨,李 杨,王 丽*?.图片类型对微公益传播效果的影响[J].宁波大学学报(教育科学版),2016,38(3):37-040.
点击复制

图片类型对微公益传播效果的影响(PDF)
分享到:

《宁波大学学报》(教育科学版)[ISSN:1008-0627/CN:33-1214/G4]

卷:
第38卷
期数:
2016年3期
页码:
37-040
栏目:
高等教育
出版日期:
2016-04-28

文章信息/Info

Title:
-
文章编号:
10080627(2016)03-0037-04
作者:
杨正馨李 杨王 丽*?
(宁波大学 心理学系,浙江 宁波 315211)
Author(s):
-
关键词:
-
Keywords:
micro-public welfare picture types communication effect
分类号:
-
DOI:
-
文献标志码:
A
摘要:
研究选取新浪微公益已完成的求助项目共1703条,将项目中的图片分成积极、消极和中性三类进行编码统计,结果显示:积极图片组项目完成率最高,中性图片组项目完成率最低,图片类型对微公益传播效果有影响。笔者认为,图片的框架效应影响微公益求助项目的完成率;读图时代人们更注重挖掘图片的内涵和情感;捐助者的注意偏向导致求助者对不同类型图片的偏好;图片本身的视觉冲击力也影响微公益项目的传播效果。建议微公益项目中多使用积极图片来展现求助者的信息,尽量避免使用消极图片。
Abstract:
This study selected 1703 positive, negative and neutral items of micro-public welfare pictures in the sin.com to analyze the competition of these items by SPSS 17.0. The result showed that picture types can influence the communication of micro-public welfare, since the competition of positive items is the strongest while the neutral items being the weakest. It found that: ()’ implication and emotion; (3) donors’ concern causes assistance-seekers’ preference for different types of images; and (4)the visual impact of image itself affects communication effect of micro-public welfare items. We, therefore, suggest that more positive picture scan be used to show the information of those in need instead of negative pictures

参考文献/References:

[1].张凤华, 邱江. 决策中的框架效应再探[J]. 心理科学, 2007, 30(4): 886-890.
[2].宋词. 读图时代我国新闻图片传播的问题与发展趋势[D]. 长春: 东北师范大学, 2012:123..
[3].KREBS D L. ALTRUISM: An examination of the concept and a review of the literature[J]. Psychological bulletin, 1970, 73(4): 258-278.
[4].朱永泽, 毛伟宾. 负性偏向的神经机制[J]. 心理科学进展, 2014, 22(9): 1393-1398.
[5].蒋军, 陈雪飞. 积极情绪对视觉注意的调节及其机制[J]. 心理科学进展, 2011,19(5): 701-711.
[6].苗艳丽. 新闻图片影响力研究[M].济南: 山东大学, 2008: 101. Impact of Picture Types on the Effect of Micro-public Welfare Programs
[7].YANG Zheng-xin, LI Yang, WANG Li
[8].(Department of Psychology, Ningbo University, Ningbo 315211,China)
[9].Abstract: This study selected 1703 positive, negative and neutral items of micro-public welfare pictures in the sin.com to analyze the competition of these items by SPSS 17.0. The result showed that picture types can influence the communication of micro-public welfare, since the competition of positive items is the strongest while the neutral items being the weakest. It found that: ()’ implication and emotion; (3) donors’ concern causes assistance-seekers’ preference for different types of images; and (4)the visual impact of image itself affects communication effect of micro-public welfare items. We, therefore, suggest that more positive picture scan be used to show the information of those in need instead of negative pictures.

备注/Memo

备注/Memo:
收稿日期:2016-01-18*通讯作者简介:王丽(1963-),女,吉林长春人,教授/博士,主要
更新日期/Last Update: 2016-05-16